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$1 million and counting: Dragon Age DLC selling well photo

Despite offering several boxed sets and a single pre-order edition of Dragon Age: Origins that all included most of the game’s day-one DLC, Bioware and EA still made a good bit of coin through individual digital purchases. At a recent presentation at BMO Capital Markets, an EA exec revealed that the DLC has generated over one million bones.

G4TV was there and caught Brown’s words: “Dragon Age just launched a week ago,” EA’s CFO Eric Brown told an audience, “it’s doing very well. The game was designed at the outset to have extensive PDLC at launch, as well through the next 12-plus months of its lifespan.”

“We’re well past one million in PDLC, so the attach rate appears pretty good.”

Pretty good indeed, it seems. On an anecdotal note, we believe Shale -- the “Stone Prisoner” DLC -- is totally worth the stiff price. This stone monster tank’s sharp wit and sheer hatred of birds adds some serious entertainment value.

[Update: OK. Apparently the Shale DLC is so free that I paid money for it. I apologize, people.]


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40 comments | showing # 1 to 40

Shirley Temple's Avatar - Comment posted on 11/12/2009 21:40
Shirley Temple
This game is utter tits. Can't wait for The Old Republic.
Solgrim's Avatar - Comment posted on 11/12/2009 21:44
Solgrim
While I love this game, it's not hard to believe this considering people need a goddamn loot chest.
Gatsby's Avatar - Comment posted on 11/12/2009 21:50
Gatsby
Shale is definitely worth it. I'm a little iffy on The Warden's Keep DLC, but I'll probably pick it up in time for my second play through.
Adam11's Avatar - Comment posted on 11/12/2009 21:51
Adam11
Wait, I thought the shale DLC was free with copies of the game?
DeepGray's Avatar - Comment posted on 11/12/2009 21:52
DeepGray
The Stone Prisoner DLC is free with everyone who bought the game new (which would be virtually everyone on launch day) so it would have brought in very little (and made little sense) money for them. Unless you mean the stiff price of free is worth it, then I'll have to agree.
-Ghost-'s Avatar - Comment posted on 11/12/2009 21:57
-Ghost-
Yeah, you might want to edit that. The Shale DLC is free with any new copy of the game, the only time you wouldn't get it is if you had a used copy where they already set it to their account.
AudioTerror's Avatar - Comment posted on 11/12/2009 21:59
AudioTerror
I really didn't think I would end up liking Dragon Age Origins as much as I did. I got the regular edition of the game, and eventually broke down and bought the DLC. I really should have just bought the special edition.

Also, slightly unrelated but, if you're not aware of all the free in game items you can get check this out:

http://www.destructoid.com/blogs/AudioTerror/free-stuff-for-dragon-age-origins-you-might-not-know-about-154354.phtml
mascot1063's Avatar - Comment posted on 11/12/2009 22:07
mascot1063
I think Shale reminds me of HK47 from Knights of the Old Republic
Gyrael's Avatar - Comment posted on 11/12/2009 22:10
Gyrael
GOTY.
Hcapt's Avatar - Comment posted on 11/12/2009 22:12
Hcapt
@ Gyrael

I hope not. Too much DLC.
DeepGray's Avatar - Comment posted on 11/12/2009 22:14
DeepGray
@Hcapt
Oh no, 1 PDLC obviously means it can't be a good game!
Scion of Mogo's Avatar - Comment posted on 11/12/2009 22:16
Scion of Mogo
the DLC has been fantastic. Wardens Keep I actually think was quite brilliant. It's the writing that makes the DLC click and thus far it's been utterly amazing with me loving every second of it
bmanilow13's Avatar - Comment posted on 11/12/2009 22:18
bmanilow13
i am the last of the jedi....errr grey wardens ;) great game but having just played KOTOR a few months ago this pretty much feels like a reskin of a classic... the weird thing about the DLC is you cannot add it via the xbox site, they are some sorta bioware proprietary codes?
kauza's Avatar - Comment posted on 11/12/2009 22:23
kauza
Shale's my favorite character in the game so far. Crazy to think that he's not actually an integral part of the game.
gamadaya's Avatar - Comment posted on 11/12/2009 22:28
gamadaya
This game is trying to skullfuck me with all the commercials.
Jon B's Avatar - Comment posted on 11/12/2009 22:39
Jon B
I went into the game expecting too much "New Shit".

Now I've played it, I'm glad it hasn't kept to its marketting, but I can see a lot of people are going to be pissed they were marketted a GoW-esque slaughterfest to find it's actually a tactical RPG.
Hcapt's Avatar - Comment posted on 11/12/2009 22:45
Hcapt
@ DeepGray

No, Dragon Age can be awesome and have DLC. I just hope it's not GOTY, because DLC that carries a large portion of the game is always a negative. It means that console users must have an internet connection to their console to play it, and any consumer that wants it is taxed and inconvenienced because Bioware didn't put all the game's content on the original disk.

DLC, especially important DLC, is always a sore point for me, because I have already bought the game and I don't want to be taxed for more game when I feel that I already paid for the game. DLC also doesn't have any inherent value, and I am not guarenteed the right to experience DLC no matter where I play the game because it's not actually on the disk.

I wonder how many sales Bioware lost over that million dollars in DLC. I know that whenever I'm unsure, the use of DLC automatically makes me hesitate, because when I buy a game I want a complete game that doesn't tax me later. That doesn't mean I don't make exceptions if the game is good enough (like Halo), just that when I'm unsure, the tax on content helps me to decide against purchase. I doubt I'm alone in avoiding games that utilize DLC.
Necros's Avatar - Comment posted on 11/12/2009 23:02
Necros
@ Hcapt

The DLC (referring to the Warden's Keep DLC) is not a "large portion of the game." It's an additional quest with a few nice bonuses. The Stone Prisoner DLC is practically a part of the main game that they took out, but as it has been noted, if you buy the game new you get the DLC, so it's not like they're withholding a major piece of the game for you to buy on top of the regular disc. It can be bought separately for $15, but that's only to offer an option for people who buy the game used (or pirate it, technically). I fully support this kind of DLC, as long as it's not the metaphorical "game's ending" DLC that people have brought up in the past.
Hcapt's Avatar - Comment posted on 11/13/2009 00:22
Hcapt
@ Necros

When I buy a game used, it is because I want to save money. Dragon Age: Origins was designed to circumvent that.

I do not support DLC of any kind for gaming unless it is free. DLC is inherently a way for video game companies to bilk their customers for as much revenue as possible while not technically breaking the $60 optimization point. I do not like hidden fees or being bilked. I do not like feeling like I only have half a game. Nor do I like being told of a $15 dollar tax on my game because I bought it used. I do not like being manipulated, and I would actually prefer to have two games that are each half the length of Origins than a single, long game that taxes me for content.

Any DLC with a price tag on it is content that cannot be sold back, and thus, has zero inherent value outsode the context of my enjoyment, and has zero value unless I always have the Dragon age software. In many ways it is an attempt to gain more control over consumers; in the Dragon Age exaple, it is particularly blatant in it's use for selling more expensive bundles and preorders while strangling the second hand market. So yes, Dragon Ages DLC is a bad thing.
-Ghost-'s Avatar - Comment posted on 11/13/2009 00:41
-Ghost-
Honestly you shouldn't get it on any console. It's awful from the sound of it. The PC version runs extremely well for how good it looks, I lag occasionally with my Pentium 4 3.4GhZ CPU, but I run it maxed out more or less fine. I definitely recommend getting it on the PC to get the best experience. They shouldn't have even bothered with console versions. :P
Brian Keljore's Avatar - Comment posted on 11/13/2009 00:48
Brian Keljore
I love that people bitch about trivial DLC for a SINGLE PLAYER RPG when everyone's supposed GOTY is Modern Warfare 2, a game in which DLC is more than likely going to play a large part in being able to enjoy the MULTI-PLAYER aspect that seems to be the only thing anyone cares about.
Brian Keljore's Avatar - Comment posted on 11/13/2009 00:54
Brian Keljore
Also note, the DLC codes for the DLC for Dragon Age are a limited time thing, they expire April 30th of 2010. If it were made GOTY or had a re-release edition, it would probably come with a DLC disk like Bioware's last game, MAss Effect, did.
Tull's Avatar - Comment posted on 11/13/2009 01:06
Tull
@mascot1063 Shale definitely is the fantasy version of HK-47. Once I got his Warrior skills maxed and concentrated on him being a tank he hasn't left my group. Shale with buffs from Wynne nearly turns him unstoppable.
EASUCKSBUTT's Avatar - Comment posted on 11/13/2009 01:17
EASUCKSBUTT
http://eahatesamerica.blogspot.com/
KaL YoshiKa's Avatar - Comment posted on 11/13/2009 01:31
KaL YoshiKa
@ Hcapt

So because you want to save money and not give a cent to the company that actually made the game by buying it second hand - you're annoyed that they're trying to get money for you using their product? The nerve of them.
JagSpring's Avatar - Comment posted on 11/13/2009 01:58
JagSpring
shale is free in the standard editions?
then why did i bother getting the collectors edition...

(as i work at a games store it worked out to be the same as buying the standard version so i dont really care that much)
The Silent Protagonist's Avatar - Comment posted on 11/13/2009 01:59
The Silent Protagonist
I'm waiting for a completed version of the game, with the DLC content included. Bethesda wasn't fooling me with thier "expansions" they released all within the same year of Fallout 3, so why would BioWare have us believe this was a complete game?

Oh right, because some people did fall for it.
Kris S's Avatar - Comment posted on 11/13/2009 04:55
Kris S
Game is amazing and I will get the DLC for second playthrough. Do have a question though, I bought game new through Steam, where is my free DLC?
Bioware you are my gaming god, can't wait for the Old Republic.
Ignus's Avatar - Comment posted on 11/13/2009 08:38
Ignus
@Kris S

Right click on the game, and go to View CD Key. There should be a few different keys depending on whether you got the pre-order, and/or the deluxe edition.

Then you gotta get to your BioWare profile, and enter the codes there.
BGFUSAB's Avatar - Comment posted on 11/13/2009 08:48
BGFUSAB
@Hcapt:
As far as the stone prisoner is concerned we're lucky to have it at all. Because of technical issues they originally crapped Shale from the game entirely (too big to fit through doors). Bu when they changed the release date from May to November the team had the time to shrink Shale down and work out the bugs.

Bioware further explains on their forums that once you go gold (which the PC version did in May), you really don't mess around with the end product anymore for a variety of reasons related to development and that it is easier to add things in as DLC than stick them on the disc. Adding them to the disc resets the final check process of getting the product out the door and pushes things back even further. So that's why Shale was offered as free DLC, it was easier for them.

As for you buying them used to save money, well that's your problem. If you want to look out for your wallet instead of supporting developers who make excellent games that's your business and I won't fault you for that, but you have to take whatever disadvantages come with the territory. However, I don't think the fact that you're cheap take away from the excellence of this game.

At any rate, DA:O would be my vote for game of the year.
TheDarkWayne's Avatar - Comment posted on 11/13/2009 08:55
TheDarkWayne
@BGFUSAB Shale actually makes a joke about that at one point. He says how he used to be a menacing 10 ft but his previous owner's wife had him chiseled down to fit in the door, but she kicked him out of the house anyway. Also, I really really enjoyed Warden's Keep, particularly because it provided a random encounter where you find two old people marvelling over a smoking crater in the ground declaring "My God, how did the boy survive it? I dont care! He's got 5 toes and 5 fingers and that's good enough for me!" and you get a piece of "star metal" with the descriptor "a piece of metal that fell from the sky, possibly the last remains of a far away planet...." and even better it can then be worked by the blacksmith at wardens keep into the best two hand sword in the game
TheJesusNinja26's Avatar - Comment posted on 11/13/2009 09:18
TheJesusNinja26
I got stone prisoner, a feral wolf charm, and blood dragon armor FOR FREE. Just for pre-ordering the game from (the devil spawn) Game Stop. I seriously dislike that place but some of their pre-order stuff is too good to pass up.

That reminds me, while I was there they sold an open copy of a game as new. Isn't that illegal? They told the guy next to me that it was a demo copy or something, but still sold it at full price. Sounds like the disc was played to me... USED!!!!! Devil Spawn I tell you!
Kris S's Avatar - Comment posted on 11/13/2009 09:40
Kris S
@Ignus

Thanks man, knew it was me being a dumbass. I've seen both CD keys every time I've bloody started the game and it didn't dawn on me, guess I'm always in too much of a rush to just play it!
wugganowski's Avatar - Comment posted on 11/13/2009 10:11
wugganowski
In case there is any confusion. All new copies of the game standard or collectors came with blood dragon armor and the stone prisoner DLC. the feral wolf charm, memory band and whatever the other piece of gear was on that card are for pre-ordering at gamestop. The collectors edition came with ANOTHER card of DLC gear that was a bergens (?) honor helmet, a staff and something else.

I for one am pretty tired of hearing people whine about the DLC and inventory in this game.

1 - DLC - I'm about 35 hours into Dragon Age and I have barely scraped the surface of the content that is available ON THE DISK. Not counting the FREE DLC that comes with every copy of the game. In fact, they could have cut half the total content out of the retail game, and it would still be one of the bigger games of its kind and definitely worth buying. Any attempt to say that the Wardens Keep should have been on the disk due to lack of original content on the disk is ignorant. I'm not sure that the Stone Prisoner is worth a 15 dollar purchase, even though it is quite awesome, but that is irrelevant since it is included for free.

Honestly, I think its pretty genius on Bioware's part to include the DLC with new copies of the game. They are trying to evolve with the industry. We are talking about a game that has been in development for 5 years by a large studio. They have a lot of blood, sweat, tears, and most importantly, MONEY in the development of this game. Game developers are losing out big time because of the used game market, as I am sure you are all aware, and theres nothing wrong with Bioware trying to find new methods to increase sales.

If more companies adopt the practice of rewarding buyers of the new game with additional (additional, not striped out) content for free, I certainly won't complain. The only complaint I do have is that they could have done a better job explaining what came free with the game etc. as I'm sure many people accidently bought the stone prisoner DLC while having a free code for it in their game case. I'm willing to forgive them though because they are kind of breaking into new territory here.

2 - Inventory System - Given, I have not completed the game yet so I can only give my experience. Everyone seems pissed off about the limited inventory space in the game. You start off with around a 50-60 slot inventory, not counting the items that your characters have equiped. You purchase backpack upgrades throughout the game that add more space. I have 100 inventory slots currently. If you just get it through your head that part of the game is not being able to rely on an infinite amount of resources in your backpack at all times, it makes complete sense. I think its enjoyable trying to figure out how best to optimize my inventory. Do I really need a dozen lesser elixirs of lightning resistance? Maybe I will, but I'm going to sell them and deal with the consequences.

You have to decide what is worth hanging onto and make sure to offload the junk you are carrying on a semi-regular basis. I usually run with around 50-60 of my 100 slots full. If you could carry a dozen of every kind of elemental resistance elixir and 3 full sets of gear for each character it would take some of the challenge out of the game. I purchased the Wardens Keep DLC after hearing so much bitching about inventory space and just decided I would go do that quest as soon as I got to the point that I needed it. I haven't come close to that point yet.

I'm not trying to come off as annoying with this post, although I probably have. I'm just unhappy to see a game that I am really enjoying be picked apart by people with entitlement issues. The game has its faults, but any fan of the genre should have no regrets in buying the game and all its current and future DLC if Bioware keeps up the quality that they have provided so far.
wugganowski's Avatar - Comment posted on 11/13/2009 10:12
wugganowski
TLDR version - Game is awesome - save the whining for something more whine-worthy.
BGFUSAB's Avatar - Comment posted on 11/13/2009 12:00
BGFUSAB
Also, you don't have to buy Warden's Keep to get a storage chest. One of the modders already created one that appears in your camp, and you can download that for free.

You can find it here:
http://social.bioware.com/project/463/

Obviously, this only applies to PC owners.
Thulsa Dooom's Avatar - Comment posted on 11/13/2009 12:32
Thulsa Dooom
People REALLY need to stop whining about this game's DLC. No one is forcing you to buy it and it's faaaaaaar from an incomplete game. The amount of replay value is fantastic for a single player game and (uh oh!) future DLC will only add to it.
Neo Rena's Avatar - Comment posted on 11/13/2009 13:08
Neo Rena
@wugganowski
Can't believe it took 33 posts for somebody to figure out what Bioware was doing with the Shale DLC (free for new/$15 for used) >_<
Anybody that actually follows the gaming industry would know just how much used games actually harm companies (which is why I buy new, unless the game is too old)

Also, GREAT game! Me and my friend are still barely halfway through and other than writing essays for college and some occasional Borderlands we've been playing since launch xD
Sam Buchanan's Avatar - Comment posted on 11/14/2009 09:09
Sam Buchanan
"Used games harm companies"

Ahahahaahahaaahahhahaah!!! Someone has been drinking the kool-aid!
Luyen Dao's Avatar - Comment posted on 11/20/2009 20:09
Luyen Dao
FYI: Your article title says $1million, but it's not bucks, it's 1 million copies or did I misread?
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